1/ -CALIFORNIA- W
THE ^R (JiTY OF THE
- FIRST PORT OF CALL -
■♦800 MILES VIA THE CANAL FROM NEW YORK
OF ALL CITIES
15 THE MOST
SECRETARY SAN DIEbO
CHAMBER OF CO/YiniERCE
BOARD OF SUPEfiVtSORS
SAN O/Et^O COUNTY
■ t» - .
HOTEL DEL CORONADO.
Some General Facts
Bank deposits 1909 — $1,800,000, now $12,000,000
— II banks.
Building permits 1900, $150,000; 1905, $1,200,000;
1 9 10, $4,000,000.
Third city in tlie United States in percentage of
gain over 1909 in building.
Assessed city valuation in 1900, $12,000,000; now
POSTOFFICE receipts 1900, $40,000; 1910, $140,000.
City Census 1900, 17,000. Population 1905,
22,500. Federal census 1910, 39,700, now nearly
Street Railways, 70 miles. Paved streets, 30
miles. City auto boulevards, 45 miles. Cluster
lights, on ornamental posts, light four thoroughfares.
Large expenditures being made on our 1400-acre
Balboa Park. Will soon rank among the most
magnificent parks in the United States.
Cost of living same as other western cities. M\i-
nicipal ownership of water distributing system.
Cost of water, loc per 1000 gallons. Electricity,
lighting, lie per KWH. Power, zyic to loc per
KWH. Gas, $1.00 per thousand.
Stores are modern in every respect. Third larg-
est department store in Southern California. (Build-
ing cost $350,000.) Three daily papers. Public
Library, 45,000 volumes. Two telephone systems.
U. S. Government departments: Pacific Coast
torpedo boat and submarine station. Ft. Rosecrans
(U. 8. fort at entrance of harbor). Quarantine,
coaling and immigration stations. Cu.stom house.
Federal Court. U. S. Weather Bureau. Internal
revenue, aviation, and forestry departments.
San Diego county, nature's jewel casket, where
are mined many semi-precious stones, as the tourma-
line, kunzite, hyacinth and beryl. Port of delivery
of the famous onyx mines. Producer of pure olive
oil, famous for large olives, raisins, honey, lemons,
oranges and apples.
San Diego County
Rail transportation and water produces an ideal
and prosperous community in San Diego County.
Your opportunity. The Canal will be completed
in 1915. Freight rates will be reduced 50%.
Prices of land in San Diego county are lower than
other sections of Southern California.
$1,250,000 is being expended on a county boule-
Valleys are in terraces from sea level to 4,000
San Diego County produces 20% of the lemons
raised in California.
All fruits produced are above standard, with
special reference to lemons, oranges, grapes, olives,
apples and berries.
National City, Chula Vista, Sweetwater, Otay
and Nestor represent the bay section, and a great
lemon-growing district. Abundance of water; good
transportation ; progressive section.
At Lemon Grove, La Mesa, El Cajon and Lake-
side, 8 to 20 miles distant, one can find mesa and
valley land 300 to 500 feet elevation. These sec-
tions produce citrus, olives, grapes and deciduous
fruits and berries. Rail transportation ; abundance
of water ; wonderful development.
Oceanside, Escondido and Fallbrook, 35 to 60
miles distant, are centers of splendid productive
areas. Elevation, sea level to 700 feet. Citrus,
grape and deciduous fruits. Best dairying country
in Southern California. Rail transportation ; abun-
dance of water ; bank deposits indicate substantial
At Ramona, Alpine, Mesa Grande, Descanso and
Julian one can find thousands of acres of the finest
deciduous fruit lands in Southern California. Ideal
conditions except rail transportation. Julian took
first awards or gold medals for apples at St. Louis
and Jamestown Expositions. The great growth of
the city of San Diego will insure the early con-
struction of a railroad. Surveys have determined
easy rail gradients to those sections.
Climate, Health, Location
We have no use for either the
high or low figures of the thermom-
eter in San Diego.
It is warm in winter and cool in
Least storm wind velocity and
highest minimum temperature of
any United States Weather Bureau
station. No dust storm.s.
The spring, summer, autumn and
winter diseases of the south and east
are unknown in San Diego.
From a climatic and scenic view-
point San Diego is a paradise for
the healthseeker and retired capital-
San Diego has the most equable climate in the
United States. This accounts for the lowest death
rate recorded anywhere, as especially observed in
the extreme low mortality of infancy and old age.
A city built on slopes, affording perfect drainage.
The business district reaches an elevation of 50
feet in the first mile. Then the residence section
gradually attains an elevation of 300 feet in the
next three miles, affording panoramic views of the
Pacific ocean, the harbor, the mountains, and Mexico.
Miles of elegant boulevards affording wonderful
views — a 12-mile drive on the crest of Point
Loma, four hundred feet elevation, with the Pa-
cific ocean and the harbor and mountains on op-
posite sides. The 30-mile drive via Coronado, then
seven miles down the narrow strand which separ-
ates the harbor from the ocean, then to Mexico,
returning through the largest lemon groves in Cali-
fornia. The 15-mile drive to La Jolla, or 10
miles beyond to picturesque Del Mar, of Torrey
Pines fame. Then beyond to Oceanside along the
county boulevard system to San Luis Rey Mission
(occupied by Franciscan Monks), to Escondido, Ra-
mona, Warners, then among the pines for 20 miles
from Julian to Descanso, returning via Campo or
via Alpine and Lakeside. Also the 20-mile drive
to Lemon Grove, La Mesa, Grossmont, El Cajon
and Lakeside. Ideal roads; mountain scenery;
maximum grades, 7%.
The Water Supply
Water is conserved in artificial mountain lakes.
San Diego has the best, cheapest and most abun-
dant supply of water in the state.
The average rainfall along the coast is lo
inches. This increases to 40 inches in the moun-
The storage system for the city, which will be
completed in 1912, will be adequate for 250,000
The city water consumption in 1910 was 1,650,-
000,000 gallons. Capacity of system now being com-
pleted is 50,000,000,000 gallons.
Thousands of acres of low-priced land in San
Diego county are awaiting the development of
water, which in itself will permit a ten-fold iricrease.
Irrigation is producing marvelous results in San
San Diego county is probably the most fortunate
in the state with reference to storage reservoir sites.
Surveys have determined over a dozen ideal loca-
tions for dams and holding basins, with capacities
varying from 15 to 100 billion gallons.
The run-off of water along one of the mountain
streams during an average year, was fifty billion
gallons, according to careful measurements deter-
mined by Government officials.
Irrigation dams: — Sweetwater has a capacity of
eleven billion gallons, San Diego Flume Company,
four billion gallons. Escondido Reservoir, one and a
half billion gallons. These systems are all capable of
immense increased conservation. One system only
conserves one-fifteenth of the average flow of water.
Additional dams will be constructed. In addition
to these is the magnificent system of the Southern
California Mountain Water Company, with its
chain of reservoirs impounding several billions of
gallons, and capable of furnishing water for an
immense acreage besides supplying the needs of the
City of San Diego.
The local cost of water is $7 to $12 per acre per
year. Other sections have determined that properly
cared for orchards can well afford to pay $20 per
year per acre, and at this price, the conservation of
water is a most ------ '-— ' :•--— *™."* *"•■
attractive local investment for
San Diego's Back Country is an Empire in Itself
(The numbers on the abovejnap are explained in the adjoining article)
As Fertile as the Nile Valley
700,000 acres of land as fertile as the Nile Valley,
and is capable of adding to the permanent popula-
tion of California and Arizona at least 350,000 peo-
ple and probably 500,000. Much of this land will
be worth $500 to $1000 per acre, or a total of $350,-
000,000 to $700,000,000. (Extract from President
Roosevelt's message, 1907, regarding the Imperial
Valley and the land under the Laguna Dam system.)
San Diego's Great Back Country
I — Indicates the location of the port of San Diego,
the gateway of commerce for the Southwest.
3, 4, 5 — Indicate the locations of the greatest irri-
gation systems in the world. Principal products:
cotton, alfalfa, grain, honey, early fruits, dairying,
hogs and cattle. $20,000,000 represents the cost of
the irrigating plants.
2. — Indicates the San Diego and Arizona Railway.
Will cost over $10,000,000. 35% completed. High-
est standard used in construction. Heaviest grade,
73 feet to the mile. 175 acres utilized in depot and
shop grounds. Four miles of water front track, al-
lowing easy access to docks, and switching privileges
to warehouse and industrial utilities on the opposite
side. Terminal line for Southern Pacific or Rock
Island Railways. Mail route for canal steamers.
Shortest and cheapest haul across the state of Cal-
ifornia. Link of the shortest route across the United
States. The short line to the middle west, Arizona,
New Mexico and Mexico. The canal route versus
the short rail route to the Gulf of Mexico, makes
San Diego a great competitive point.
3 — Indicates the location of the Imperial Valley,
135 miles distance from San Diego, with 4.50,000
acres now under cultivation. 50,000 acres will be
planted to cotton in 1911. Within five years this
valley should produce 200,000 bales of cotton. The
quality is the best in the United States.
4 — Indicates the location of the Laguna Dam
System. ( United States Reclamation System, costing
$5,000,000.) Irrigates 200,000 acres. Colorado river
will furnish water for this section and Imperial
5 — Indicates the location of the Roosevelt Dam
System near Phoenix. (United States Reclamation,
costing $9,000,000.) Will irrigate 250,000 acres.
San Diego County — The growth of the City of
San Diego has induced the investment of capital
in the purchase of large ranches. Many are being
subdivided into smaller farms. Conservation com-
panies are keeping pace with the demand for water.
Plans are now being prepared relative to the irriga-
tion of large tracts of unimproved land. The build-
ing of a commercial center at San Diego, thereby
increasing local markets; improved transportation
facilities; good roads; modern methods in packing
and shipping fruits; proper care of orchards; all
are reasons which are aiding a splendid develop-
ment in San Diego county. An immense amount of
freight will soon originate in this section.
San Diego's Growth and Progress
San Diego, 1900 — A tourist town. San Diego
1911, a tourist town and a good business city, and
largest in the United States with one railroad out-
let. San Diego, 1915 — A Pacific Coast metropolis.
Reasons for progress: Construction of the Panama
Canal; an unexcelled harbor; building of a com-
peting railroad, bringing an inland empire of i,-
000,000 acres of land loo miles nearer to the sea-
San Diego's Incomparable Harbor
As the first port of call from the Panama Canal,
San Diego becomes the southwestern distributing
point for all import freight. As the last port of call,
the export city for fruits.
One of the ten best harbors possessed by the
San Diego harbor has an area of 22 square miles.
It is geographically located to reap the greatest
benefit of any coast port when the Canal is com-
The eastern yacht owner will delight in the trip
through the Canal. Ideal climate; good harbor;
attractive winter port.
This is probably the finest and safest yachting
harbor in the world. Being perfectly landlocked,
rough waters are unknown. The many motor boats,
young ladies' rowing clubs, sail and steam yachts,
indicate the interest taken in this amusement.
The state has ceded the harbor to the city. Plans
will be prepared for the immediate expenditure of
$1,000,000. This will construct one of the units of
an extensive modern dock system; 50 piers, looo
feet in length, can be included in such a plan, with
an additional seawall 25,000 feet in length. The
deepest ships afloat will be able to dock at any tide.
San Diego can develop wharf accommodations
equal to that of New York City. 1000 acres can be
reclaimed and used for general commercial pur-
poses. A belt line railroad will operate along this
entire system, which will facilitate the handling of
The traveler now demands that the trans-ocean
steamers be of the largest class. It requires a bulk-
form freight to load these immense vessels. Such
freights do not originate on the Pacific Coast, con-
sequently the trans-Pacific liners have been accepting
cotton from the South as the desired commodity. Im-
Paciiic Squadron in San Diego Harbor
perial Valley, 135 miles from the port of San Diego,
will supply the cotton markets of the Orient, and
San Diego will soon offer this valued freight, mak-
ing her the desired harbor of the Pacific Coast.
Present condition of the harbor — Minimum depth
on the bar, 30 feet. For a distance of 8 miles the
channel is 2500 feet in width, with water varying
from 36 to 70 feet deep. The same width of chan-
nel then continues for three miles, with a depth of
25 to 30 feet, and then to the head of the bay, with
an average depth of 22 feet. (All figures are
low-tide measuring.) Its width varies from ^ oi a
mile to 2j4 miles in width, and 14 miles long.
The American-Hawaiian Steamship Company
(one of the finest freight lines in the world) oper-
ates seventeen 8,000 to 12,000 ton steamers between
New York and San Diego. Steamer every six days.
Time of freight in transit, 24 days.
Pacific Coast Steamship Company, San Diego to
San Francisco and Seattle.
Pacific Navigation Company, San Diego to San
North Pacific Steamship Company, to San Fran-
cisco and Portland, Ore.
Naviarra Steamship Company, 20 day service
to Mazatlan, Mexico, making connections with
coastwise Mexican steamers.
Schools, Churches, Hotels
No better scliool buildings in any western city.
Total value of public scliool structures, $650,000.
Number of teacbers, 175. Number of students
Cost of high school building, $225,000. Cost of
Normal School building, $200,000. Polytechnic
At La Jolla, a suburb, is a young ladies' college.
At Pacific Beach, another suburb, is a militarj' col-
lege. We have two business colleges. A Catholic
school for boys and girls.
San Diego is a church-going city.
Fifty-two churches are represented in San Diego.
Cost of edifices vary from $5,000 to $80,000.
The International Theosophical Headquarters.
The famous Hotel del Coronado is world re-
$1,250,000 represents the cost of the U. S. Grant
The tourist marvels at the superb accommoda-
tions afforded by these hotels. Their superiors are
not found on this coast.
Del Mar Hotel and Lakeside Inn, 20 miles dis-
tant, are ideal in every respect. Good transpor-
tation. Splendid roads.
$500,000 represents the cost of the smaller mod-
ern hotels erected in 1910.
San Diego has reason to be proud of her cafes,
and in appointment and services their equals are
only found in larger cities.
The tourist has now determined that San Diego
has the best summer and winter climate.
The principal hotels in San Diego and vicinity
grant to their guests tennis and golf privileges.
Our direct eastern railroad will eliminate loo
miles of desert now traveled by the eastern tourist,
and makes San Diego his initial stopping point.
The bay region will become the summer home-
land for Arizona and New Mexico.
- TIMKEN Bt66 -
Theaters, Clubs, Roads, Resorts
One theater costing $175,000, seats 1400. Another
being erected at a cost of $600,000, seating capacity
of 1900. Finest theater west oif Chicago.
A stock company theater costing $120,000 is be-
ing constructed. Also one of the largest and most
modern moving picture houses in the west. Also
high class vaudeville theaters and moving picture
The Y. M. C. A. and Y. W. C. A. have each
secured building sites. They intend to erect new
structures. All lodges are represented in San Diego.
Several have constructed elegant buildings.
Two business men's social clubs; one associated
college club; one political club; several golf and
country clubs. Two ladies' literary clubs. Each
organization occupies a commodious home. Three
musical clubs. One of the yacht clubs has quarters
costing $60,000. Also rowing and swimming clubs.
Special mention is made of the several eight-oared
crews composed of girls.
San Diego county will soon have one of the finest
boulevard systems in the country. The construc-
tion is under the supervision of one of the best road
engineers in the United States. Cost of roads, $1,-
250,000. No grade over 7%. 50 miles of ocean-
front touring; 40 miles at an elevation of 3000 to
4500 feet. Also miles of speedways along the val-
leys of lower altitudes. The contour of the coun-
try permits an ever-changing scene. Stop at
Lakeside, Warner's Hot Springs, Alpine, Descanso,
Mesa Grande, Julian, Smith Mountain, and Campo.
Good accommodations. Among the pines and oaks.
Local Ccwt Resorts — Coronado, La Jolla, Del
Mar, Ocean Beach and Imperial Beach, are summer
as well as winter resorts. Hotels and cottages —
Tent City, Coronado, opened during the summer,
palm cottages; excellent band; immense dancing
pavilion; children's swimming pool; good bathing
beaches, excellent fishing, yachting, tennis and golf.
OMMENCING IN JANUARY,
1 91 5, and during tlie entire
year, San Diego will hold an
exposition. San Francisco will
also hold an exposition. An
eastern tourist can visit one or
both cities and the cost of the
railroad ticket will be the same.
Thousands of people will make
the initial trip through the
canal. The first American port
of entry will be San Diego.
This city of the Southwest will indicate by an
exposition costing $3,000,000, the successful com-
pletion of the Panama Canal.
Pacific Coast history began at San Diego. Ca-
brillo arrived in 1543. The Mission Fathers came
in 1769. The famous American battleship fleet
received its first American welcome at this south-
Then again, in 1915, San Diego will welcome, as
the first port of call, the greatest American battle-
ship fleet, a combined international fleet, the larg-
est fleet of transatlantic excursion steamers, by the
greatest exposition ever attempted by a city of less
than 150,000 people.
Under the careful supervision of Col. D. C. Col-
lier, the Director-General ; Cram, Goodhue and Fer-
guson, of New York, as architects; Olmsted Broth-
ers of Boston, as landscape gardeners, and John
Allen, Jr., of Seattle, the Mission City will be
reared. Balboa Park, with its 1400 acres, one mile
distant from the business center, overlooking the
city, the harbor, the ocean, the mountains and Mex-
ico, will be the home of the Panama-California Ex-
For detailed information write either the Panama-
California Exposition or the Chamber of Commerce.
PASSENSER STEAMER "GOVERNOR'